From The Editor
Only 12 months ago we were discussing something called IS-95 and its progress in the US and Asia. Now we talk about cdmaOne, opportunities around the globe and a role in the third generation of mobile services.
Marketing has played a key role in a change of approach that has enabled cdmaOne to achieve a higher profile than many would have expected in a very short time. Then again, it needs to.
Marketing is, as our article on the subject makes clear, at least as important to success as technology. Not that the technology linked with cdmaOne is negligible. The extraordinary development of the enhanced variable rate coder and the speed to market of network rollouts across North America, both covered in this issue, are by no means negligible achievements.
But are they enough? As was mentioned at the CDMA World Congress
in Singapore last year, a great product cant always
get by on its own presumed excellence, while a lousy one can
sometimes succeed through clever marketing. Take a great product
and a great marketing strategy and you have what cdmaOne hopes
to achieve coverage of all the bases. In the U.S.,
this appears to be just what is happening as the digital battle
A number of countries want to do just that, however. Breathing
space is required in countries like the former Soviet Union
and Poland, where the
Which brings us back to marketing. Ad campaigns and press conferences are important, notably in the developed world. But being able to point to a country where there is no major market but a real need and say "we made a difference" is much simpler and at least as effective.